Learn How to Transform Sponsorship from a Cost Center to a Profit Driver

A Free Masterclass from the Experts at CHARGE

The Sponsorship Evaluation Masterclass delivers a focused, actionable series designed for CMOs, senior marketers, and brand sponsorship leaders.

Through concise, trackable modules, you’ll learn how to transform sponsorship from a cost center to a profit driver, master industry-leading evaluation frameworks, and implement measurement systems that prove ROI and secure executive buy-in.

Each module provides strategic insights, practical tips, and step-by-step roadmaps, empowering decision-makers to maximize the impact and accountability of their sponsorship investments.

Watch Module 1 Now

With Ken Ungar, 25+ years in sponsorship strategy

By the end of this Masterclass, you will be able to:

Why Evaluation Matters

Explain the business case for sponsorship evaluation and value in language your CFO respects.

Evaluation Frameworks

Build a practical evaluation framework that maps sponsorships to the customer journey and business goals.

Measurement System

Implement a Pre-During-Post measurement system with right metrics at each funnel stage.

Build Dashboards

Design dashboards for the C-Suite, marketing leadership, and operations using the same data.

90-day Action Plan

Launch a 90-day plan to pilot best-in-class evaluation on a live sponsorship and avoid common pitfalls.

Frequently Asked Questions

  • You’re spending six or seven figures on sponsorship and struggle to prove exactly what it delivered.
  • You’re facing tougher questions from finance, and “brand awareness” isn’t enough anymore.
  • You want a simple, credible system to measure ROI and ROO without building a huge internal function.

This series is designed for CEOs, CMOs, heads of sponsorship, and senior marketers responsible for sponsorship investment and accountability.

Each module is 5–8 minutes, and you can complete the entire series in under 40 minutes—or watch it in short, snackable segments over a few days.

Yes. The Executive’s Guide to Sponsorship Evaluation is offered at no cost so more brands can adopt disciplined, effective sponsorship measurement.

Get Modules 2-4:

Frameworks, Implementation & Your 90-Day Plan